Thrive on Jive: 6 Pillars of Social Media Marketing Success
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This presentation showcases the steps needed to develop a successful social media strategy. It focuses on building a good process for listening and engaging with key stakeholders across the Social Web.
Thrive on Jive: 6 Pillars of Social Media Marketing Success
- 1. Deirdre Walsh Listen Up: Tips for Social Social Media & Community Program Manager Media Success National Instruments My name is Deirdre Walsh and for the last 5 years Iāve managed the social business program at National Instruments.
- 2. Agenda ā¢ Brief Introduction ā¢ Social Media Management Overview ā¢ 6 Pillars of Social Media Success @deirdrewalsh ā¢ Discussion and Debate During todayās session, Iāll be giving a brief overview of the social media program at NI, share with you some best practices for how to build or improve your current program, and then open it up to some great discussion and debate.
- 3. National Instruments ā¢ Established in 1976 in Austin, TX ā¢ Sells to a broad base of more than 30,000 different companies worldwide ā¢ More than 5,200 employees; operations in ~40 countries ā¢ No one customer representing more than 4 percent of revenue and no one industry representing more than 15 percent of revenue. ā¢ $873M Revenue in 2010 ā¢ Fortuneās100 Best Companies to Work For 12th Consecutive Year First, I want to provide a brief overview on National Instruments. Headquartered in Austin, we sell hardware and software into more than 30,000 different companies worldwide. No industry represents more than 15 percent of our revenue. So, itās essential for us to have a strong community that connects like-minded engineers and scientists so they can provide each other support and share best practices for their speciļ¬c application.
- 4. Integrated Social Business Properties Developer Community NI Talk Social Media Engage Engage Engage Customers Employees the Social Web ā¢ Community-Based Support ā¢ Innovation Acceleration ā¢ Product Launches ā¢ Customer Innovation ā¢ Sales & Channel Enablement ā¢ Community Recruiting ā¢ Event Communities ā¢ Corporate Communications ā¢ Social Brand Management ā¢ Account Management ā¢ Expertise Location / Corporate Directory ā¢ Service Everywhere ā¢ Social Commerce ā¢ M&A Integration ā¢ Social Selling ā¢ Marketing ā¢ Contact Center Enablement ā¢ Competitive Intelligence To do this, we utilize Jive Social Business Software, we have integrated tools to engage with customers, employees and all of the conversations on the social Web. The best part is that all of these platforms are integrated and this is unique. Often at enterprises today you have product marketing or support teams in charge of branded communities, HR or employee communications responsible for internal collaboration, and PR or marketing teams driving strategy for platforms like Facebook and Twitter. But with Jive it becomes less about the technologies and more about connecting the right conversations to the right subject area experts. Our social business efforts have won us two Forrester Groundswell awards for supporting and embracing our customers. For todayās presentation, Iām going to be focusing on the third area - Social Media.
- 5. Questions We Want Answer ā¢ Where are our customers online? ā¢ Who should participate in conversations on the social Web? ā¢ What platforms should be participating on? ā¢ What are the digital proļ¬les of our prospects? ā¢ Who are the inļ¬uencers and who trusts them? ā¢ What is the sentiment of our products and brand? ā¢ How do we measure success? As a social media manager, there are a number of questions I want answered - where are our customers? who are the key inļ¬uencers? what is our brand sentiment?
- 6. 6 Pillars of Success Listen Deļ¬ne Integrate and Build Activate Analyze Engage Donāt be an Set clear island. goals that Monitor and Grow social Reward and Track and Connect to align with respond to community amplify key report impact internal overall actionable membership & inļ¬uencers & across structure, business conversations engagement evangelists business process, objectives plans. Across the Social Web To help address all of these areas, Iāve come up with the 6 pillars of social media success. The three in light blue are internally focused. Itās really important to get alignment internally before engaging externally. The other blue rainbow items will three teach you how to best interact with your customers. Today, Iāll be walking through each of these six areas.
- 7. 1 Deļ¬ne. Set clear goals that align with overall business objectives Utilize a planning framework (like Forresterās POST method) to determine audience, goals, strategies, and technologies. - Support: Ensure Customer Success - R&D: Obtain Product Feedback - Sales: Drive New/Repeat Business - PR: Increase Awareness and Manage Reputation - Marketing: Increase Loyalty - Web: Increase Online Engagement The ļ¬rst step to any social media plan is to set clear goals that align with your overall business objectives. At NI, Iāve developed our social media program to help meet core goals around support, development, sales, and marketing.
- 8. 1 Deļ¬ne. Set clear goals that align with overall business objectives Understand one size doesnāt ļ¬t all. Sam ple Support - Real-time news updates Marketing - Demonstrate thought leadership Awareness - Provide help and collaborate Awareness - Create emotional connection through visual storytelling Training - Provide how-tos Support - Product reviews Lead Generation - Sales contact management Product Development - Prospect insights Marketing - Corporate recruiting Support -Insight into personal interest Marketing -High engagement Community Building -News dissemination Marketing -Thought leadership position Lead Generation -Share multiple types of content Awareness -Search engine optimization Community Building -Visual aids to increase awareness Awareness -Humanize brand Additionally, Iāve setup best practices for how to use each social media platform to accomplish these objectives. Iāve found that itās not a one-size-ļ¬ts-all model. A site like Twitter is great for real-time customer service and news updates, while a platform like LinkedIn is better for lead generation and even getting product feedback. Itās important to really spend time understanding these ever-changing technologies and how your audience wants to interact with you on them.
- 9. 2 Integrate. Donāt be an island. Connect to internal structure, process, plans. ā¢ To be successful on the social Web, you must ļ¬rst align internal roles, processes, policies and stakeholders. ā¢ Organizational Structure and Business Planning NI Executive Social Business Council Marke-ng Ā Product Ā Marke-ng Web Ā and Ā IT Business Ā Support Ā and Ā R&D Communica-ons Ā -Āā Ā Intelligence Regional, Ā Sales Virtual Social Media Team Community Team (off domain - ie Facebook) (NI Communities) - Includes each one of the marketing - Internal and external collaboration functions (Ad, PR, DM, Events, etc) - Regional Representation - Connection to Sales The next step is to integrate social business. You must align with internal roles, processes, policies, and stakeholders. In 2006, I setup a cross-functional, social business steering team that is still working today. This group of executives helps ļ¬nalize the plans, metrics and targets for our overall program. And really this group helps our entire company evolve and embrace collaboration technologies. We also have two working groups that are in charge of the day-to-day execution. One is the Virtual Social Media Team. It includes representatives from across marketing communications in areas like advertising, PR, events, etc. It also is our connection to the branches globally and to our sales organization. This group focuses on platforms off our domain like Facebook and YouTube and their purpose is two fold 1) integrate social into traditional outlets and 2) work on social media speciļ¬c projects. So for example a writer who sits on our content team and writes articles for our e-newsletter also is repurposing that content for Twitter. On the other side I have the Community Team - a great group of folks that are responsible for the NI Communities both internal and external.
- 10. 2 Integrate. Donāt be an island. Connect to internal structure, process, plans. ā¢ Policies and Process - ie. social media guidelines, listening process ā¢ Training - enable employees and build core competencies for social Once I had the organizational structure setup, I started working over the last few years to set clear policies. The center of this is good social media guidelines. And this isnāt an easy process. It took me several months to get the guidelines written and approved by the various stakeholders from HR, legal, etc. Iāve also created several training options. It ranges from formal programs like NI Blog College, which take a few hours to complete, to simple how-to tutorials on getting started on Twitter. Of course, all of these things are stored on our employee community and really enable the entire workforce to successfully join in the conversation.
- 11. 3 Listen and Engage. Monitor and respond to actionable conversations The social web provides insight into what is being said about your company, products, markets, and the competition. Social media management is more than just mass media. Itās about building valuable relationships. Re-active monitoring - tracking important wikis, forums, blogs, and other Web content for customer sentiment, service problems, leads, market trends, and competitive insights. Critical notion of Service Everywhere - we can now engage customers and prospects to quickly identify opportunities and threats, broadly share them in real-time, and collaboratively respond. Once you have deļ¬ned your plan and integrated it into the business, youāre ready to start listening and engaging on the social Web. Beyond your corporate Website, there is a vast amount of information about your company brand, products, markets and even your competition. Often times people see social media management as just another mass media marketing tool, but if used correctly it can give you great insight and allow you to build meaningful relationships that impact the business. You can see by the example on the left that the ļ¬rst step is to listen. On a daily basis, my team is using Jive to monitor for both opportunities and threats on the social Web, share them with key stakeholders in real-time and collaboratively respond. In this case, we heard what the customer was saying, invited them to participate on our support community, and changed their perception of our company. Not bad for 140 characters!
- 12. Ethics and Standards ā¢ FTC Guidelines for Social Media Outreach 1. Create social media policies and training programs. 2. Require disclosure and truthfulness in social media outreach. 3. Monitor the conversation and correct misstatements. http://www.socialmedia.org/disclosure/ Listening is no longer just a nice to have. The FTC now has 3 main guidelines for social media outreach - like we discussed you should create social media policies and training programs (if this is done well the company will not be held liable for social media mishaps), like our motherās taught us we must be truthful in our outreach and ļ¬nally we must monitor the conversation and correct mistakes. Now, for some companies, this is extremely difficult. As I mentioned in the beginning, no industry represents more than 15 percent of NIās revenue. Therefore, on any given day our customers our talking about topics that range from robotics, to medical device design to aerospace. So, I had to create a process to manage all of these conversations on the social Web and engage with key stakeholders internally who could help with the response. There was no way that one person or even a team of people could know that answers to all of these topics. The problem was most social media listening tools from both a technology and a pricing standpoint were built for small team use and not integration across the enterprise. But Jive was different.
- 13. Social Media Monitoring Process Social Media Monitoring Employee Listening Network Finds content online about supplements monitoring tool company, products, or key topics of interest Social Media Coordinator Checklist Objectives: Support, Product Feedback, - Business Objectives Alignment Sales, Awareness, Loyalty, Reputation - Network Activator Management, Community Building - Historical Relationship - Valuable Linking (SEO) Post āActionable Conversationsā in Employee Community - Coordinator responds or alerts internal experts of relevant, new posting and includes direct link - Employees collaborate on most valuable response using content evaluation ļ¬owchart - Member of ācore teamā or topic expert responds on original platform and links to valuable content - Conversation is tracked and recorded Tadah. So, here is our formal social media monitoring process. I have a social media coordinator who acts like a old school telephone operator. He uses the monitoring tool in Jive as well as collects information from our 5,000 employees about they key conversations about our brand, products, etc. He then applies a ļ¬lter. He looks to see if the conversation helps us meet one of our core social business objectives, which I shared earlier, he looks at the source to see if they are inļ¬uential or if we have a historic relationship with them or if it would be good from an SEO standpoint. If it meets one of the items on the checklist, he posts the link to the āactionable conversationā directly into our employee community. We can then have a private conversation about the best response and pull in topic experts.
- 14. Response Workļ¬ow Take reasonable action to fix issue and let customer know action taken Positive Negative Yes Yes No Assess the Do you want Evaluate the Does customer need/ to respond? message purpose deserve more info? Yes Inquiry No Is it a Unhappy Yes Are the facts No Gently correct the Response support Customer? correct? facts No issue? Yes No Yes Can you Yes No Can you add Dedicated Are the facts answer in <2 value? mins? Complainer? correct? No Yes No Yes No Answer or Is the Explain what is being Respond in Thank the Yes point to Comedian? problem done to correct the kind & share person resource link being fixed? issue. No Yes Direct to Encourage Post in *Modiļ¬ed from Altimeter Forums Let post stand and Idea Exchange Presentation monitor. Since I work at an engineering company, weāve even modiļ¬ed a common response ļ¬owchart from Altimeter to determine next steps. Then, all of these conversations are tracked, recorded and searchable for inclusion in metrics reports as well as future reference.
- 15. Sentiment Scoring Somewhat Somewhat Negative Neutral Positive Negative Positive widespread a low level inļ¬uencer a high level inļ¬uencer a low level inļ¬uencer complaints, a high and/or a member of and/or a member of posts that carry no and/or a member of level inļ¬uencer and/ a low ranking a high ranking emotional a low ranking or a member of a medium makes a medium makes a connotation medium makes a high ranking medium positive post positive post negative post makes a negative post The ļ¬nal step is to assign a sentiment score. This helps us keep track of our overall brand perception on the social Web. Now, sentiment is subjective, but we have developed ways to use sentiment to help track the online attitude, opinion or intended meaning of a writer and their message. I ļ¬rst created a 5 level approach that we can use with Jive.
- 16. Sentiment Analysis ā¢ Subjectively aims to determine the online attitude, opinion, or intended meaning of a writer and their message. ā¢ In evaluating sentiment, you must take several things into consideration: - Context, Location, Keyword, Degree of Emotion, Author vs. Disseminator ā¢ There are also a few different types of inļ¬uence to consider: - User in our community - General trust rank - The medium/outlet - Content of the mention ā¢ Exclude certain types of postings, as they add little to no value to the conversation: - Job postings, Torrents, Press releases, Spam sites To dig a bit deeper, I wanted to share with you some of the things we consider and omit.
- 17. Sample Analysis It also helps identify potential crisis situations if we see huge dips in a given timeframe. According to Visible Technologies, which manually scored more than 8 million social web mentions, 80% of the conversation is neutral. Therefore, itās really important to take action on the outliers.
- 18. Proactive Conversations Source: Corporate Executive Board But the social Web isnāt just about being reactive. Since you have unlimited keyword searches in Jive, you are able to join in on the conversations you really want to be a part of. Here is an example. Emilie Kopp is our internal subject area expert on robotics - a market that we are fairly new to and still trying to establish credibility in. She was listening to a blogger talk about robotics, and even though it didnāt mention NI and was able to add value to the conversation and even link back to her own blog and targeted discussion space on our community. This simple task opened up dialogue and helped us build a relationship with one of the topic subject area experts in the world.
- 19. Competitive Advantage ā¢ Real-time insight into competitors ā¢ Brand sentiment, media distribution, key inļ¬uencers, news You can also proactively get great real-time insight into your competitors. You can score their brand sentiment, look at where they are being discussed, who their key inļ¬uencers are and even just stay updated on their news all in one place.
- 20. 4 Build. Grow social community membership & engagement ā¢ Pro-active marketing - value-added content creation and syndication for social networks, blogs, ads on social outlets, etc. Creating special incentives, activities, and information just for community members. ā¢ Sometimes this means joining a strong community or centralizing a presence (does 1000 Facebook groups ring a bell?). ā¢ More about āactionable conversations,ā activity, and engagement (RTs) than just fans and followers. Beyond monitoring, the next step in any social media program is to build or joining a strong community on these platforms. By creating and syndicating specialized content for social networks, you move from becoming just another marketer on Facebook to a trusted advisor. To be successful, at least 50 percent of your content should be things written by others and conversations you are having with your audiences. Youāre metrics become more about the value you are adding to conversation and less about the number of fans or followers. But this takes work. You can see a screenshot here of our content editorial calendar. Just like we would with other marketing communications tactics, we have a strategic plan and track performance of our messages as well as high-level themes.
- 21. e-newsletter Facebook Community Integrating messages across all community platforms But these messages donāt have to come from thin air. While it is good to create some content just for social outlets. We also make sure that our messages donāt live in a silo. JUST TALK TO THIS: For example, we are playing off March Madness right now and created a coding competition for our users. This relevant Facebook content links directly to our robust developer community, where we have greater platform capabilities as well as control over the data.
- 22. 5 Activate. Reward and amplify key inļ¬uencers & evangelists ā¢ Utilize knowledge gained from your listening activities to amplify the voices of key inļ¬uencers. ā¢ Beyond spreading positive information about your brand, educated evangelists can be your frontline of defense. Itās very important to reward and recognize them. The next step is to activate your audience by rewarding and amplifying key inļ¬uencers and evangelists. For example, in our bi-monthly print and e-newsletter, we feature content directly from our community and social media outlets. We showcase individuals through things like our āmember of the monthā program as well as content like their top 5 product ideas from the community. In fact, our top story last year was āWhy Should Engineers Care about Social Media.ā So we are even using this as an opportunity to educate them about social business. Beyond spreading positive information about your brand, educated evangelists can be your frontline defense on the Web - often doing a better job than marketing or PR in responding to negative comments.
- 23. 6 Analyze. Track and report impact across business ā¢ Metrics should align to business objectives - support, marketing, sales, etc. ā¢ Sample Metrics: Reach, Activity, Engagement, Content, Actionable Conversations, Net Promoter Score, Customer Loyalty Survey, Sentiment Daily Ā / Ā Weekly Monthly Few Ā Times Ā a Ā Year Never Satisfaction Ā and Ā Loyalty Ā Metrics Ā by Ā NI Ā Community Ā Usage Extremely Satisļ¬ed 10 9.0 /Likely 8.8 8.5 8.6 8.2 8.2 8.5 8.2 8.4 8.2 8.0 7.8 7.7 7.6 7.2 7.2 Not at all Satisļ¬ed / 1 Likely OVERALL Ā satisfaction Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Recommend Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Ā Repeat Ā purchase Ā Ā Ā Ā Ā Ā Purchase Ā new Ā products The ļ¬nal step is to analyze. Itās so important to track and report metrics across the business. I know this is a key topic and there are lots of debates on what are the important KPIs. And really it depends on your business goals. Itās also really easy to get stuck in the weeds. I have evolved my dashboard dramatically over the last several years. I used to track everything under the sun. Now, I have a comprehensive social business dashboard that combines social media and community metrics at a high-level like audience reach and community health. Really high-level, impactful numbers. We use these numbers along with loyalty data to report to our Board. So, today 41 percent of our domestic customer base engages with NI communities on a monthly basis. And itās not just our longstanding users. Last year, 72 percent of new customers utilized our community. But whatās cool is that the more actively engaged with us they are, the more likely they are to recommend our products, repeat purchase and purchase new products.
- 24. 6 Pillars of Success Listen Deļ¬ne Integrate and Build Activate Analyze Engage Donāt be an Set clear island. goals that Monitor and Grow social Reward and Track and Connect to align with respond to community amplify key report impact internal overall actionable membership & inļ¬uencers & across structure, business conversations engagement evangelists business process, objectives plans. Across the Social Web To summarize, there are 6 pillars of social media success. You must really internally prepare for the best way to engage on the social web and continuously analyze your efforts.
- 25. For More Information... Deirdre Walsh Jive: deirdrewalsh deirdre.walsh@ni.com @deirdrewalsh /in/deirdrewalsh Now, Iāll hand it back over to Candice for the questions and comments.